It's too late!
Mar 02, 2026
Your focus on products isn’t helping
If you’re leading sales in an engineering business this might be a shock to the system
Most of the teams I work with have strong technical capability
Good people
Good solutions
Good intent
That's not the issue
What’s hurting them is that
- They’re entering opportunities too late
- They’re competing at tender/RFP stage
- They’re defaulting to cost and features
And that drives competitive pressure as everyone ends up fighting over the same thing
Your sales won’t improve if we keep playing there
The shift required isn’t technical. It’s behavioural
From convincing to collaboration
From presenting to partnering
From proving capability to improving decisions
Because your customers already have a load information
What they need is support navigating risk, alignment, and consequences
That’s where adjusting your sales approach helps
The VALUE Framework guides this
🔸 Validate = right opportunities
Get involved earlier. Stop chasing what’s already defined
🔸 Align = right research
Understand commercial context, not just specification
🔸 Leverage = right conversations
Shape thinking before pricing becomes the main focus
🔸 Underpin = right solutions
Position around impact, not just performance
🔸 Evolve = right outcomes
Stay accountable beyond the award.
That's NOT how many of your competitors will work
That's why it's a good idea to consider this
Are you ready to increase your sales?
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